In this section of the module, the customer was the focus, and thus the development of two very focused customer segments. This will allow the business to focus on the needs of the customer, and the target population needs. It is difficult narrowing down to whom the business should cater too, because at the end of the day, I would hope to be able to help everyone. Since this topic has taught me trying to satisfy the needs of everyone may lead to a poor business plan and failure, here is my attempt to narrow down two customer segments. The examples they gave us were very detailed and indeed, required a lot of research. without a doubt, this will be a huge task to complete in the future. Customer segment #1: Individuals Age 24-45 Women, some men (proactive in their health) Income: $35,000-50,000 Location: Canmore/Banff, Alberta. Patients live locally, yet we may also receive active adventurous tourist who come to vacation in the area. Customers who want to move better, and seek chiropractic care to manage pain and movement disorders. Customer Segment #2 Groups/organizations Goal of Black Birch chiropractic is the target organizations that assist individuals with back pain or disability, with the focus of regaining normal movement patterns and optimal health. We hope to have an impact through the promotion of active healthy lifestyles by targeting organizations like: YMCA - rehabilitation programs for individuals with neurological disorders/injuries Recreation centres (Sally Borden Fitness and Recreations centre in Banff, and The Elevation Place in Canmore). Having programming with these institutions will help our Black Birch Chiropractic educate the public of the importance of functional movement, and life long health.
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